Whereas the Rolling Stones shattered the traditional image of what it means to be 60, Cadillac’s brand only furthered it. The more people adopted a youthful mind set, the greater the disconnection between Cadillac and the baby boomer market became. To bolster sales, create a new generation of fans, and increase profits, Cadillac would have to position itself as a lot more Rolling Stones and a lot less rocking chair.
Reinvigorating Culturally Relevant Brands Few brands represent American culture as well as those created, owned, and marketed by General Motors. Under famed chairman Alfred Sloan, GM not only pioneered many management processes for large, centralized corporations; it built powerful consumer brands, such as Chevrolet and Cadillac, and industrial brands, such as Delco and Detroit Diesel. Today, however, GM faces the same challenges as other firms-the need to represent, relate to, and influence the culture in which it operates.
Years ago, brand managers at Chevrolet evaluated America’s core culture to guide marketing and advertising themes. They determined that hot dogs and apple pie were the culture’s comfort foods, and baseball its national pastime. The resulting musical slogan-hot dogs, baseball, apple pie, and Chevrolet-connected brilliantly with Americans in the post
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